The pair, Chuck Monn and Geoff Edwards, are operating out of Media Arts Lab's flagship Los Angeles offices, Adweek said. Monn has been assigned to iPhone projects, while Edwards will tackle Apple Music, Apple Pay, and unreleased services such as Apple TV+.

Edwards is new to TBWA as a whole, and was recruited by chief creative officer Brent Anderson. His previous work includes R/GA campaigns for corporations like Disney and Nike, both of which are Apple partners in their own right.

In recent years Apple marketing has drifted away from straightforward, relatively feature-based ads to "lifestyle" campaigns that manufacture a brand image and ideology. For example a February iPhone ad, "The Backdrop," is nominally about Portrait Mode, but features a young woman depicted as a trendy New Yorker.